Tourism revenues in Montenegro have decreased for the first time since the restoration of independence, excluding the pandemic year, highlighting issues in tourism strategy, long-term planning, and implementation at both national and local levels. According to Ranko Jovović, Chairman of the Tourism and Hospitality Association Committee, the 2023 season was challenging, with collective accommodation showing slight increases in arrivals and overnight stays, but overall, total accommodation saw a decline in overnight stays by 5%.
Tourism revenue in 2024 is 1.461 billion euros, a 3.6% decrease from 2023. Jovović emphasized the need for urgent measures to prevent this trend from continuing and warned that the planned increase in VAT on accommodation to 15% will reduce competitiveness.
Montenegro’s tourism needs diversification, as indicated by the results from the winter season. Ski centers such as Kolašin 1600 recorded modest earnings, with a total of 700,000 euros in revenue.
Key concerns included the need for better investor incentives, with local businesses highlighting the importance of a supportive business environment. Proposals included granting former beach lessees points based on references and offering tax exemptions for four- and five-star hotel investors to enhance competitiveness.
The session also discussed the importance of promoting Montenegro as a year-round destination, with digital campaigns targeting major markets like the UK, Germany and France.
